A magnificent horse, an unrivaled promotional symbol – Part 1

by Frank Cotolo

Each standardbred since Hambletonian represents, in itself, a thousand pounds of pure promotional material. Yet the harness racing business has never focused solely on standardbred as a promotional tool.

Alternative Actions (AA) strives to paint a big picture of new ideas for growing pari-mutuel business. What we’re suggesting to standardbred racetracks everywhere this month is a sparkling new idea that primarily uses the oldest of the elements involved in harness racing.

The standardbred is the star of harness racing. More than any other person or prop related to its role in the set, the standardbred should get the top spot. While it takes the care, skill and knowledge of many to adorn the standardbred with the necessary equipment, demeanor and diet to race, as sure as Hambletonian has secured the trotting legacy, the standardbred breed is literally the lifeblood of the business.

For the generic public – and unfortunately too many for the harness betting community – a standardbred is just another type of horse (the public rarely calls it a breed) that is bigger than a slower Quarter Horse. that a thoroughbred and the descriptions are lame from there, so to speak. Let me give you a current example that is sad at best.

In Florida, where Pompano Park Harness is on the verge of official closure, an article in the Florida Sun Sentinel reported his disappearance. The most interesting thing about the article is not the news itself, it is the journalist’s obvious ignorance of sports.

Calling standardbred riders “harness racers” certainly shows no knowledge of the sport, but the reporter includes a definition of “harness racers” (which we assume includes everyone involved in any aspect of the sport) with the assumption that no Sentinel reader knows how to squat one of them.

The definition of harness racing reporter itself may be unintentionally straightforward, but that is no excuse for its blatant misrepresentation to the uninformed reader as well as its description being an insult to the standardbred industry worker population. in the state – and in the world. Here it is taken from the last line of the article:

“The harness racing resembles a scene from the iconic ‘Ben-Hur’ movie, where runners ride in two-wheeled horse-drawn carriages.”

Aside from the fact that the writer assumes his readers are either familiar with either Lew Wallace’s 1880 novel, the 1922 silent movie, the 1959 blockbuster movie, or even the 2010 TV miniseries that only lasted two episodes, the writer has no clue of what kind of “horses” the “wagons” pull.

It is time for anyone who knows or does not know harness racing to learn how powerful the standardbred is. The standardbred itself can be a powerful promotional figure in attracting a larger audience and a larger betting base for a new generation to be more than just aware of equines, but captivated by them.


With today’s cheap but superb high tech equipment, it is easy to produce short and exciting promotional videos. Raceways should find a youngster with the prowess to shoot and edit promotional videos (there are only a million boys and girls on the planet who have these abilities) that relate only to the unique traits of the standardbred.

Unfortunately, in the past, productions including standardbreds focused on speed. For breeders and owners and the tiny members of a nerd fan base, speed matters. However, there is nothing exciting or sexy about speed in harness racing in the age of the fast and the furious. Standardbreds should focus on promotional material, ignoring the fast and accentuating the furious.

Building the image of the new standardbred should be a power profile. He must declare the power, energy, weight (his particular advantage among equines), strength, tenacity and resilience of the standardbred.

Without setting aside the thoroughbred, it is important to make a comparison of the two breeds of racehorses just to dispel any misconceptions about the physical differences of the two. Once you have eliminated the issue of speed, think about what you have left to compare: Thoroughbreds are small, delicate, tender and subtle animals (use the term “animals” instead of “horses”). is a powerful choice) while standardbreds are big, tough, sturdy, sturdy, endurable, durable, and so on.

Aggressive messages should drive the “indestructible” image of the standardbred into the minds of a potential audience of fans and gamblers. It is an animal that travels dangerous kilometers among other traitors of its race.

In Part 2 we will give specific ideas for copy and real head-turning racing clips, on the set of exciting visuals on the new image of a standardbred with brave and modern examples to grab attention. from anyone.

Previous LBWCC unveils new brand image - The Andalousia Star-News
Next Southeastern Louisiana Athletics improves image with updated branding and logos - Crescent City Sports

No Comment

Leave a reply

Your email address will not be published.